MCN Programmatic TV Expands With Videology Partnership

MCN Programmatic TV Expands With Videology Partnership
SHARE
THIS



Global TV and video advertising software provider, Videology, will be the next tech vendor to partner with MCN’s Programmatic TV platform and gain access to highly segmented audience data under a new open platform arrangement.

The expansion of MCN’s programmatic solution follows the success of the company’s world-first partnership with AOL Platforms in 2015, and is the industry’s first programmatic private marketplace for television. MCN Programmatic TV allows media agencies and advertisers to buy premium, brand safe, traditional linear (broadcast) TV advertising spots through a private exchange. The platform provides efficiency using MCN’s automated booking system, Landmark. 

The new partnership will see Videology’s interface integrated into Landmark. It provides their agency partners with the ability to trade at their rapid speed of business, plus trade against Multiview’s – highly targeted consumer segments, which extend beyond traditional demographics. Multiview is Australia’s largest and most accurate audience measurement panel, drawing on rich viewing behaviour of a 200,000 homes and matched with actual purchase data. 

Scott Ferber (pictured above), founder and CEO, Videology said: “In the last decade, data has become a keystone priority for advertisers. We’re thrilled to partner with MCN and bring their data-enablement to Videology’s TV platform. MCN advertisers can now run campaigns using our interface against the same premium content they’re accustomed to, but with audiences segmented beyond traditional age/gender demographics. This, coupled with workflow automation and increased transparency, is a huge step forward for Videology’s agency partners. We look forward to a fruitful partnership as we move to the ultimate goal of true cross-screen convergence.”

MCN Chief Sales and Marketing Officer, Mark Frain said the move to open up the platform allows more Australian advertisers and agencies to perform highly targeted, data-driven audience buying, and deliver real-time analytics and audience insights across the network. 

“Our significant investment in technology platforms such as Landmark, MCN Programmatic TV and Multiview across the past five years sets us apart within the Australian and global media industry. And we’re continuing to push the envelope by providing our programmatic platform to multiple vendors – we’re one of the first to do that here in Australia,” Frain said.

“MCN is committed to delivering high performance innovation to its partners. Having a strong ecosystem of vendor partners leveraging the MCN programmatic platform is a win for agencies and audiences. We are delighted one of the world leaders in advertising, Videology, is on board, further strengthening the value of MCN Programmatic TV.

“MCN has seen significant interest from our partners since we launched our programmatic platform, and the number of brands utilising MCN Programmatic TV has been steadily growing as they achieve strong commercial outcomes. In 2017 MCN will extend its market leading position in Programmatic TV with a number of technology innovations, which will continue to deliver advertisers next level value.”

Earlier this week MCN also announced an expanded set of tradeable Multiview audience segments in collaboration with AOL. The increased segments, 15-47, are available through AOL’s new global self-service programmatic TV buyer platform, ONE by AOL: TV.

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine